MANAGING THE RELATIONSHIP BETWEEN E-CRM, ONLINE CUSTOMER SATISFACTION AND LOYALTY IN DIGITAL B2C MARKETS: THE CASE OF TURKISH FASHION COMPANIES

Yıl 2020, Cilt: 3 Sayı: 2, 403 - 418, 15.12.2020

Ashinyi Ateghang Nicoline , Burçin Kaplan

Öz

Türk moda endüstrisi, Türk ekonomisinin en aktif sektörlerinden biridir ve her yıl çok fazla gelir getirmektedir. Bu gerçekle birlikte, sektördeki şirketler, e-ticaret ve e-MİY stratejilerinin uygulanmasında hala birçok zorlukla karşılaşmaktadırlar. Bu makale, e-MİY'nin aşamaları ile müşteri memnuniyeti ve sadakati arasındaki ilişkiyi incelemektedir. Çalışmada e-MİY; satın alma öncesi, satın alma sırasında ve satın alma sonrası olarak ayrılmıştır. Daha sonra bu e-MİY aşamaları ve müşteri memnuniyeti arasında önemli bir ilişki olup olmadığı araştırılmıştır. Türk moda dijital pazarına uygulanabilen bu üç bileşenin ayrıntılı olarak açıklanmasının ardından, Türkiye’de en çok kullanılan 20 çevrimiçi alışveriş platformunda yapılan bir anket aracılığıyla elde edilen veriler analiz edilmiştir. Çalışma sonunda e-MİY uygulamalanın en uygun ve karlı yolları hakkında önerilerlerde bulunulmuştur.

Anahtar Kelimeler

online customer satisfaction, customer loyalty, customer lifecycle, müşteri ilişkileri yönetimi, elektronik müşteri ilişkileri yönetimi, müşteri sadakati

MANAGING THE RELATIONSHIP BETWEEN E-CRM, ONLINE CUSTOMER SATISFACTION AND LOYALTY IN DIGITAL B2C MARKETS: THE CASE OF TURKISH FASHION COMPANIES

Öz

The Turkish fashion industry is one of the most active sectors of the Turkish economy, and it brings a lot of income every year. Along with this fact, the companies in this industry still encounter some challenges in e-commerce and e-CRM strategies' implementation. This paper indicates the relationship between customer satisfaction, loyalty, and the phases of e-CRM as pre-purchase, at- purchase, and post-purchase. This research concentrates on proving whether or not there exists a significant relationship between these e-CRM steps and customer satisfaction. After a detailed explanation of all three dimensions applied in the Turkish fashion digital market, the data obtained through a survey carried out on the 20 most used online shopping platforms for fashion items were analysed. At the end of the study, the possible most suitable and profitable ways of implementing e-CRM in this sector were proposed.

Anahtar Kelimeler

Customer relationship management, electronic customer relationship management, online customer satisfaction

Kaynakça

• Abdulfattah, F. H. (2012). “Effect of electronic customer relationship management on customer satisfaction a study on web banking in Saudi Arabia” PhD Thesis, University of Huddersfield, west Yorkshire, England.
• Alhaiou, T., Irani, Z., & Ali, M. (2009). the relationship between eCRM implementation and e-loyalty at different adoption stages of transaction cycle: a conceptual framework and hypothesis. European and Mediterranean Conference on Information Systems 2009 (EMCIS2009), 1- 12.
• Amanzhanova, K. (2018). The Impact Of Electronic Customer Relationship Management On Customer Satisfaction In Turkey. Istanbul: Istanbul Aydin University
• Anton J., (1996). Customer Relationship Management, Prentice Hall, New York, NY.
• Azila, N. & Noor, M. (2011). Electronic Customer Relationship Management Performance: It’s Impact on Loyalty From Customers’ Perspectives. International Journal of e-Education, eBusiness, e-Management and e-Learning, Vol. 1, No. 1 Feinberg, R., Kadam, R., Hokama, L., & Kim, I. (2002). The State of Electronic Customer Relationship Management in Retailing. International Journal of Retail & Distribution Management , 470-481.
• Fjermestad, J., & Romano Jr, N. C. (2005, January). E-Commerce Customer Relationship Management HICSS-38. In HICSS.
• Gaskin, J., (2016). Structural Equation Modeling. Available at: http://statwiki.kolobkreations.com/index.php?title=Structural_E quation_Mod eling. [Accessed 20 January 2019].
• Gefen, D. and Straub, D. (2005). A practical guide to factorial validity using PLS Graph: Tutorial and annotated example. Communications of the Association for Information systems, 16, pp. 91-109.
• Ghaleb, M. M. A. (2019). Effects of Brand Characteristics on Consumers' willingness To Pay (WTP) A Price Premium: An Analysis in Audit and Accounting Services (Doctoral DISSERTATION, Istanbul Aydin University Institute of Social Sciences).
• Hair, J. F., Black, W. C., & Babin, B. J. (2010). RE Anderson Multivariate data analysis: A global perspective. New Jersey, Pearson Prentice Hall. Available at (http://hrmars.com/hrmars_papers/Validity_and_Reliability_of_The_Inst rument.pdf)
• Hox, J. J., & Bechger , T. M. (1999). An Introduction to Structural Equation Modeling. Family Science Review, 11, 354-373.
• Kennedy, A. (2006). Electronic customer relationship management (eCRM): Opportunities and challenges in a digital world. Irish Marketing Review, 18(1/2), 58.
• Khalifa, M., & Shen, N. (2005). Effects of electronic customer relationship management on customer satisfaction: a temporal model. Proceedings of the 38th Annual Hawaii International Conference on system Sciences (HICSS), 1-10.
• Kımıloglu, H. and Zaralı, H. (2009). What signifies success in e-CRM? Marketing Intelligence & Planning, 27(2), pp. 246-267.
• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Global ed.). London: Pearson Education Limited.
• Kűster, I., Vila, N., and Canales, P. (2016). How does the online service level influence consumers’ purchase intentions before a transaction? A formative approach. European Journal of Management and Business Economics, 25, 111-120.
• Lee-Kelley, L., Gilbert, D. and Mannicom, R. (2003). How e-CRM can enhance customer Loyalty. Marketing Intelligence & Planning, 21(4), pp.239-248.
• Olupot, C., and Kituyi, G. M. (2013). A framework for the adoption of electronic customer relationship management information systems in developing countries. The Electronic Journal in Electronic Systems in Developing Countries, 58(3), 1-19.
• Padmavathy, C., Balaji, M. S., & Sivakumar, V.J (2012). Measuring effectiveness of customer relationship management in Indian Retail Banks. Emerald Insight, 246-266
• Romano Jr. N. C. and J. Fjermestad J., (2001). Electronic commerce customer relationship management: An assessment of research. International Journal of Electronic Commerce, 6(2), pp. 61-113.
• Sigala M., (2011). eCRM 2.0 applications and trends: The use and perceptions of Greek tourism firms of social networks and intelligence, Computers in Human Behaviour, vol. 27, no. 2, pp. 655-661.
• Valli, R (2010), Kyselylomaketutkimus, ikkunoita tutkimusmetodeihin, 3rd edn, Juva: WS Alhaiou, T., Irani, Z., & Ali, M. (2009). the relationship between eCRM implementation and e-loyalty at different adoption stages of transaction cycle: a conceptual framework and hypothesis. European and Mediterranean Conference on Information Systems 2009 (EMCIS2009), 1-12.